The Influence of Brand Trust and Brand Ambassador (Hearts2hearts) on Scarlett Whitening Purchase Decisions on TikTok Shop

Abstract

The rapid growth of digital commerce through TikTok Shop has encouraged companies to leverage brand trust and brand ambassadors to influence consumers' purchase decisions. This study aims to analyze the influence of brand trust and the HEARTS2HEARTS brand ambassador on purchasing decisions for Scarlett Whitening products among consumers in Cijantung, East Jakarta. This research employed a quantitative approach using a purposive sampling technique. Data were collected from 150 respondents through questionnaires and analyzed using SPSS version 25 with multiple linear regression, multiple correlation, coefficient of determination, and t-test analyses. The results indicate that brand trust and the brand ambassador have a positive and significant effect on purchasing decisions. The coefficient of determination (R²) of 0.515 indicates that both variables explain 51.5% of the variance in purchasing decisions, while the remaining 48.5% is influenced by other factors. Partially, brand trust obtained a t-value of 5.440 and the brand ambassador obtained a t-value of 7.332, with significance values of 0.000 (<0.05), indicating that both variables significantly influence consumers' purchasing decisions.